MarTech Record: The Difference Between Ad Tech and Martech

Conor McKenna, Director at LUMA Partners, explains the difference between Ad Tech and Martech with MarTech Record’s On The Record. Today, ad tech and martech are trading at similar evaluations, but that wasn’t always the case. About a decade ago, there was a large gap between evaluations of advertising technology and marketing technology – marketing technology businesses were trading 5 to 10 times net revenue, whereas ad tech was trading close to just one times valuation, said Conor McKenna. McKenna is a director at Luma Partners, a strategic advisory firm with a singular focus on digital media and marketing.Keep Reading


AdExchanger: Can Ad Tech Deal Making Get Done In A Messy Market?

Scaled ad tech M&A was up 150% in the third quarter, driven in part by private equity … so, hurrah? (For reference, scaled ad tech deal volume was down 60% quarter over quarter in Q2.) “I wouldn’t read too much into this, actually,” said Conor McKenna, a director at LUMA Partners, which released its Q3 market report in early October. The rise in M&A during the previous quarter is partially the result of a backlog from the first half of this year.Keep Reading


Marketing Brew: We All Need Things To Work Harder For Us

From the freely flowing rosé all day to the lavish cocktail hours and concerts at night, Cannes Lions is all about excess. “What recession?” quipped Luma Partners founder and CEO Terence Kawaja in a tweet with a graphic highlighting the many glamorous mega-yachts sponsored by ad-tech companies, publishers, and platforms that are once again a presence at the festival this year. But even on the sunny French Riviera, with its azure beaches and palm trees, the storm clouds of a possible economic downturn have cast a shadow over conversations during the week of networking, deal-making, and creative celebration.Keep Reading


Beet.TV: Commerce Media Close the Loop Between Ads and Direct Sales

A growing variety of eCommerce sites are selling digital advertising, giving brands a chance to reach consumers as they research what they want to buy – and follow through with a purchase. “This really started in the retail media side of things … Amazon and other big players. They had tons of digital consumers coming to their site,” Conor McKenna, Director at LUMA Partners notes in his interview with Beet.TV Click the button to watch the interview and read key points.Keep Reading


Beet.TV: LUMA’s Kawaja Sees Media’s Perfect Storm Continue Despite Headwinds

With the global situation and inflation hitting the economy, what is the outlook for the digital media business? Resilient with a pinch of evolution, according to one of the industry’s most looked-to joiner of dots. During LUMA’s Digital Media Summit this week, Terry Kawaja, Founder & CEO, LUMA Partners sits down with Beet.TV and explains how the climate will change things. Click the link to watch the interview.Keep Reading


AdExchanger: Will Ad Tech Ever Persuade People The ‘Value Exchange’ Is Worth It?

Even the experts at companies whose future depends on explaining the value exchange of personalized advertising to consumers struggle to make a convincing argument. “It’s amazing that an industry that creates messaging to sell things to people has done such a poor job communicating this very basic value exchange,” said Ana Milicevic, principal and co-founder of digital consultancy Sparrow Advisers, speaking at LUMA’s Digital Media Summit earlier this week. Click the button to read the full article.Keep Reading


Digiday: How Microsoft plans to storm adland: ‘Attribution, CTV, in-game ads and potential M&A’

Following a brace of acquisition deals where it announced its intention to spend up to an (estimated) $70 billion on Activision Blizzard and Xandr, Microsoft’s advertising ambitions are starting to become a bit more clear. Speaking earlier this week at the Digital Media Summit hosted by LUMA Partners, an investment bank known for brokering deals in the ad tech sector, Microsoft Advertising Corporate VP Rob Wilk outlined his vision to take on adland’s triumvirate. Click the button to review the full article.Keep Reading


Sounds Profitable: How Is Podcast Adtech Different From All Other Adtech?

Bryan Barletta speaks with Conor McKenna, Director at LUMA Partners. They discuss how adtech in podcasting applies to adtech in other adtech-led companies. Listen in to learn about: How we’re still in the early days of building technology specifically made for podcasts How we need to build software that makes the process of buying and selling ads more seamless How we need better attribution technology because downloads aren’t enough Why Conor recommends that publishers build out other content channels beyond podcasting Click the button to hear the discussion.Keep Reading

Industry News 

InsideRadio: The Ad Tech Buying Wave Has Slowed In 2022

Ad tech has been high on the shopping list for several digital audio companies during the past few years, with Spotify’s announcement in February that it was buying Podsights and Chartable the latest in a string of acquisitions. But the ad tech buying flurry across all media may be slowing down. LUMA Partners’ Q1 2022 Market Report shows there were 21 ad tech deals struck during the first quarter. That was seven fewer than during the fourth quarter. Luma says that drop was most likely driven by factors such as inflation and geopolitical tensions.Keep Reading


Axios: The ad tech industry’s record rebound

A record number of advertising and marketing technology companies went public last year, according to the 2021 Full Year Market Report from LUMA Partners, a leading media and marketing investment firm. Deal volume among ad tech, marketing tech and digital media companies soared 82% year-over-year. Why it matters: It wasn’t long ago that investors were pulling back from the ad tech industry, fearing it would crumble as the sector moved away from tracking cookies and toward privacy-focused targeting solutions. Get market news worthy of your time with Axios Markets. Subscribe for free.Keep Reading